17. F******CK: ONE MILLION FANS
ON FACEBOOK
Company Snapshot :
• NAME : Fastrack
• PRODUCT CATEGORY : Lifestyle, Consumer
products
• WEBSITE : http://www.fastrack.in
18.
19. Background
• On 28 December, 2010, the Fastrack Fan page hit
1 Million Fans. We were the 1st Indian
fashion and lifestyle brand and overall the 3rd
Indian page to hit this milestone.
The Facebook sale was a celebration of this
feat. While we as a brand were excited about
this milestone, we wanted to say a simple
‘Thank You’ to all the loyal Fastracker’s who had
made it possible, by having a celebratory sale
for our Facebook fans across the country.
20.
21. Objective
• The first objective was a simple and memorable
gesture of gratitude, meant to shout out our
achievement and reward all our loyal fans who
made the one million milestone possible.
• The secondary objective was to propagate our
recently launched network of retail outlets – the
exclusive Fastrack stores which was achieved by
holding the sale solely at the exclusive stores.
22. Strategy and Planning
• Strategy: Taking the exclusive Fastrack stores
across the nation as physical point of contact
with fans, they invited all their Facebook fans
to be present for a one day only flat 50% off
exclusive sale at all of their exclusive Fastrack
stores.
23. Mediums Used
• The offer was promoted solely through
Facebook, namely conventional news feeds
and wall posts over a period of a single day
only and selective e-mailers were sent out as
well.
24.
25. Central Idea
The central idea was to reward all the loyal
Facebook fans who made the milestone possible
while also using the opportunity to promote our
recently launched network of exclusive brand
stores.
26. Implementation
• to share the excitement, we set up a
microsite, where we had a public countdown
which we shared with our fans through wall
posts and updates.
• The idea was to guess the exact time and date
of the right moment, and the lucky winners
were rewarded.
27. Impact and Outcome
1. Over 5000 plays on the micro-site in a week
2. Total MRP sales value – Rs. 2.75 crores
3. In many places, the sale lasted only 7 hours
before the store was completely stocked out
4. Most of the stores had to operate with half
shutter to control the crowd
5. Smile on people’s faces after they got their
brand new Fastrack product
28. Quick Tips
^ Word-of-mouth is a powerful puller if used correctly.
^ At the execution level, on the day of the sale,
the unexpected flood of people meant that
crowd management was the biggest challenge.
^ Team work: The entire marketing and retail
team pitched in to help and people were
deployed across cities on Sunday to enable
efficient crown management.
29. Testimonials
• “Neha Tiwari i went twice and got stuffs.,..lol .. in mornin n
in eveinin.. so i was able to get 4 things..:))
January 3 at 6:21am”
• “Dipen Mehta We have one Store in Thane (Mumbai) at
naupada The crowd was maddening.
January 3 at 11:33am”
• “Praveen Sethiya Thnx for this lovely offer got up my bags ,
sun glass and watch best new year gift ..
January 3 at 12:27pm”
• “Reema Shah ws soo confused wich1 2 buy n which not …
ended up buyin 5watches
January3 at 2:14pm”
30. 3
0
Why this Kolaveri Di - Youtube Case Study – How
it became an Overnight sensation!
31. • In less than a week ‘Why this Kolaveri Di’ a popular song
sung by Dhanush for his movie ‘3’ directed by his wife
Aishwarya
• This song had to be released officially on 16 November,
2011 by Sony Music, but a recording version of song had
already reached internet much before(around 31 October).
• This fluke became a blessing in disguise for its Music
composers as this song became an overnight hit and is
most viewed song on You tube, with around 3.79 million
views in less than a week and remained trending topic on
twitter for three days.
31
Background
32. Mind Boggling Stats
•Twitter
•- Total Tweets: 96,323
•- Total Impressions: 8,072,375
•YouTube
•- Views (Official Sony Channel): 16,572,142
•- Views from India: 11,079,802
•- Subscribers gained: 8,450
•- Highest no of viewers are male since it’s a male centric song : 72.3% male
viewers
•- Likes: 146,224
•- Highest shares from mobile apps and directly: 5,740,365
•- YouTube has also given the video a gold medal for the most popular video
and a silver medal for trending
•Facebook
•- Total shares: 3,625,124
•Other Achievements
•- First ever Tamil song to play on FM in Bangalore
•- First ever Tamil song to be aired on MTV
•- Now an IIM Case Study
32
33. The Story demystified by Prashanth Challapalli - The
business head of Jack in the Box Worldwide, the
digital outfit behind the monster called #kolaveri
•“We decided to seed the video online. Social Media
platforms like YouTube, Facebook and Twitter formed
the core of our strategy. We were sure the YouTube
link would attract You Tube views on its own.”
•“On Facebook, The Sony Music South page had close
to 200K fans and we knew this would hit home there
because it’s a predominantly Tamil audience.
33
35. Background
• The aim was to give the loyal fan base quick
and easy access to Roadies-related content,
attract new consumers and engage with them
right through the season.
• Hundreds of unofficial pages and websites
catered to this audience. We wanted to draw
all these fans first to our digital platforms.
36. Objectives
To make Roadies the most talked about brand
in the social space in India. To be India’s most
engaged Facebook page. 3 Million Fans on
Facebook, 10 Million visits to our website, 5
million video views on MTVIndia.com/roadies,
1 Million+ views on Roadies channel on
YouTube and be one of the top channels.
37. Strategy and Planning
• Content Strategy: Sneak peaks, full episodes,
behind-the-scenes pictures, gossip & leaks.
Quick contests & gratification Simulcast on TV,
web & mobile, long & short form Roadies
content available on microsite, Facebook,
YouTube and on mobile.
38. • Listening Strategy: We were all ears on our
MTV Roadies Facebook page. On-air
Programming Content was edited according to
the fan’s demands . Facebook
Meetups/Tweetups before airing of episodes.
39. • Interactive Strategy: Live chat with Raghu,
Rajiv, Rannvijay & contestants! Raghu’s blog
on the website and contests on Facebook &
Twitter. We wanted to keep the consumer
involved 24/7 right from the beginning of the
show to the very end.
40. Choice of Channels
• ^ Website – http://mtvindia.com/roadies
• ^ Blogs – Raghu’s exclusive blog giving fans
insights into each episode
• ^ YouTube - Roadies full episodes and uncut
ones
• ^ Facebook - Eh…cos the world is on Facebook
• ^ Twitter - Live tweets during the show – fans
tweeted during airing of the show
• ^Tweetups – Inviting influential junta to
screenings
41. Outcomes
^ On Facebook:
- Monthly active users on MTV Roadies Facebook is
1,574,139 (78% of total fan base)
- Total post views per day is 152,788,912 making it one of the
most viewed posts among Indian brands. Interactions are 2-
3x higher than the top brand pages in India.
^ On Twitter
- Live tweeting during the airing of show has helped us get
Roadies to trend often.
- On the day of the Finale Episode…#roadies, MTV Roadies,
Anchal, Aanchal, Suchit and Mohit all went trending. We
had four topics trending at the same time!
42. ^ Website: 10 Million visits, 16 Million
pageviews
^ YouTube
- Total Upload views on the MTV Roadies
channel are 1,567,195
- The channel went live on April 18th. We’ve
consistently been in the Top 5 channels viewed
in India.
67. Avg Time of Page: Measured after leaving this page for another tracked
on your site
68. Bounce Rate: Use hits a single page on your site and then leaves.
“I came, I saw, I puked.”
69. % Exit: This was the last page before they left your site. (High exits are good
on pages linking to external resources: ebooks, ejournals, databases.)
